B2Beat: The CMO as CMTO, and Advice on Crafting a Brand Voice

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We bring you the latest trending and newsworthy articles in B2B branding and marketing.

This week, we hear from four CMOs who are meeting the challenges of a digital world, dig into the concept of brand voice, and learn about the psychology behind the influence of online reviews.

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Four CMOs Who Are Transforming Marketing in a Digital World

As brand execs think more about the convergence of CMO and CIO roles, marketing chiefs are becoming “CMTOs”—whether they like that newfangled job title or not. At more than 30 percent of organizations, Gartner found some portions of sales, IT and customer experience report into the CMO, while 62 percent of companies said CMOs are responsible for digital commerce. Adweek explores this trend in a recent article.

from Adweek


Crafting a Consistent Brand Voice

A fully-fledged brand voice that balances tone and content is a strategic tool as well as a creative one – a thread that runs through every touchpoint of the brand. And these days, that brand voice matters more than ever. Here’s a nice overview of its value and history.

from Creative Bloq


Online Reviews Influence What We Buy – But Not in the Way You’d Think

According to a new study published in the journal Psychological Science, people tend to choose products that have a greater number of reviews – even if those same products have lower ratings. And since the researchers also found that there isn’t any relationship between a product’s ratings and the number of reviews it gets, the study means that people are making decisions based on popularity, rather than quality. A fascinating look at the psychological underpinnings of decision making.

from Fast Company Design

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The Many Colors of Branding Success

Every year, Fortune ranks the world’s top companies across a range of criteria. Looking at the classic Fortune 100, the more recent list of Unicorns (private startups that are valued at $1 billion or more), and other lists, we were curious to see how color was used in the brand identities of these successful…